Abstract
Media and communication play an important role in promoting sustainability and encouraging responsible development. The way sustainability issues are communicated to the public has a strong influence on people’s awareness, attitudes, and behaviour. The research presents a framework which demonstrates how media content generates public knowledge and changes public attitudes and creates intentions to act which results in sustainable behaviour. The research identifies three main roles of media in sustainability communication: educating the public about sustainability issues, inspiring individuals through meaningful storytelling, and mobilizing communities to take part in sustainability initiatives.
This paper studies the role of media and communication in promoting sustainable development. It explains how media helps shape public opinion, influences policy discussions, and encourages people to take collective action. Media also plays a role in creating sustainability narratives, promoting responsible consumer behaviour, and supporting communication for a better and more sustainable future.
The study also suggests a conceptual framework that explains how media communication can create awareness, shape attitudes, develop behavioural intentions, and finally lead to sustainable actions. The research identifies three main roles of media in sustainability communication: educating the public about sustainability issues, inspiring individuals through meaningful storytelling, and mobilizing communities to take part in sustainability initiatives.
The findings show that responsible and well-planned communication is very important in addressing sustainability challenges. Media organizations play a major role in informing people, motivating them to act responsibly, and encouraging society to work together towards building a sustainable future.
Keywords: Sustainability, Media Communication, Sustainable Development Goals, Awareness, Behavioural Change, Conceptual Framework
References